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Export of Rum from Barbados

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  • 1. Group 9 – The Phoenix
  • 2. Marketing of Rum in France
  • 3. Or
    Rum from Barbados
    Barbados is traditionally regarded as the birthplace of rum.
    Rum has been produced for over 350 years at Barbados
  • 4.
    • Most Rum is made from molasses.
    • 5. Molasses is over 50% sugar, but it also contains significant amounts of minerals and other trace elements, which can contribute to the final flavor.
    • 6. Barbados has been a supplier of Caribbean Rum for Malibu since it became an international brand in the early 1980s
    • 7. Malibu rum at barbados is made by West Indies Rum Distillery Ltd.
  • Consumption Of Alcoholic Beverages in France
    • For a long time, France has been a "wine country", a reference in terms of production and consumption of wine
    • 8. This world leader has seen erosion in its market share for the last few years: They are facing competition from rest of the world.
  • Potential Market for Malibu Rum in France
    • France consumes 13.14% of world’s consumption as per the statistics of 2010.
    • 9. France imports 8.0% of world’s share
    • 10. Wine is largely produced in the nation, and it imports other categories of alcohol like vodka and scotch.
    • Therefore, rum which is prepared from molasses is sure to have huge potential in the French market.
    • 11. Malibu Rum has a huge prospect with its specialities Coconut Rum and Banana Rum in the French market
  • 12. KEY TRADE BARRIERS AND ISSUES:
  • 13.  
    Tariffs
    • Tariffs on alcohol are generally low by world standards
    • Tariff escalation — bulk wine tariff is lower than bottled wine tariff.
     
    Taxes
    • Excise duties of 3.40 euro per hectolitre for still alcohol imports and 8.40 euro per hectolitre for sparkling spirits imports are applied.
     
    Intellectual property protection
    French Government substantially believes in IPR and thus enforces strict parameters for the protection and implementation of the same. So this can be beneficial for the sale of unique rum that we are producing.
     
  • 14. Sanitary and phytosanitary regulations
    Most important to rum trade are the EU regulations requiring that imported rum not produced with rum making practices authorized for the production of EU alcohol be labelled . That is, the process by which rum is produced can be a barrier to market access even though there may be no scientific evidence to suggest that these processes are any less safe than traditional processes..
     
    Technical requirements
    While different regions may have their own different classifications of rums, all rums in France are subjected to very strict labelling laws to protect consumers. The French Government has instituted regulations that limit alcohol advertisingon radio, television, point of sale and event sponsorship.
  • 15. Excise Tax
    Excise taxes exists in Barbados prior to the introduction of VAT in 1997.
    Export Licences:
    The necessary legislation is contained in Statutory Instruments 2004 No. 2 and 2004 No. 158. Export Licences are obtained from the Chief Price Control Officer in the Ministry of Commerce, Consumer Affairs and Business Development.
    "Entering" Shipments
    All processing of declarations are done online and do not require any submission of document to Customs unless you have been designated a yellow or red lane.
    If you have been designated a yellow lane you must take all your documents to the Entry processing office of the port at which the goods are being shipped.
    If you have been designated a red lane you must take all your documents to the port at which the goods are being shipped.
    *That includes all invoices, print out of declaration, certificates of origin, export licence, Central Bank Exchange Control Form and any other document required for the shipment of your goods.
  • 16. Three primary entry types for importing into France
    Standard clearance procedure
    Simplified clearance procedure
    Simplified declaration procedure
    The first two procedures apply to all shipments regardless of value; the third one applies to shipments of commercial samples below EUR 45 and/or to negligible value shipments below EUR 22 and provides Duty and Tax relief.
    Tobacco, drugs, medicines, weapons and their parts, strategic materials and their parts, CITES commodities, alcohol and all other licensable commodities cannot be processed under the simplified declaration procedure.
  • 17. Tobacco, drugs, medicines, weapons and their parts, strategic materials and their parts, CITES commodities, alcohol and all other licensable commodities cannot be processed under the simplified declaration procedure.
  • 18. Documents Required for Imports
    Bill of Lading
    Certificate of Origin
    Certificate of Origin Form A: Required for imports of Malibu Rum from Barbados
    Commercial Invoices
    Dangerous Goods Certification
  • 19. SEGMENTATION AND PENETRATION
  • 20. Key Drivers of Growth
    1) Expansion of the world’s young adult population,
    2) Emergence and growth of the middle class with disposable income, and, to a lesser extent,
    3) Consumers’ desire to trade-up to more premium products.
  • 21. The market segmentation in France on the basis of following factors:
  • 22. Target Market 1(Climate)
    The mountainous region in the southern parts of France.
    Examples: Massif, French Alps and French Pyrennes.
    Briancon, in the Alps, has a mean temperature of -2 deg C in January, and 17 deg C in July; annual precipitation averages 587 mm (23 in).
  • 23.
  • 24. Target Market 2(Geography)
    • Regions in and around the Capital city of Paris. In this region the target market will be:
    • 25.  Club Scene
    • 26. Audience of young professionals
    • 27. Try to be “cool” for mid-20s demographic
    • 28. Party Scene, especially house or college parties
    • 29. Establish Malibu in general, as a sophisticated, high-class spirit.
     
  • 30. Overall costing
  • 31. Break- even point
    In 2009 the market volume of Rum in France totalled 27.3 million litres.
    Assume we can capture around 0.5% of Rum market share.
    = (27300000)*0.05.
    = 1365000 liters per annum.
    Thus we can sell 10,000 liters in first month.
  • 32. All figures in USD.
    Let X be the selling price of one bottle each bottle is of 1 liter.
    Price from selling = Total expense incurred.
    10000X = 5×10000(Production cost) + 1×10000(Transportation cost) +10000×0.5 (packing cost) +100000 (promotion cost) +0.02×10000X (Foreign agency commission 2% of sale) + 10000(Insurance cost) + 0.1×10000X (Taxes 10% on sales).
    Hence, X (selling price) comes out to be $18.5.
    So minimum investment = $18.5 * 10000.
    = $185000.
  • 33.
  • 34. Pricing Strategy
    Currently the prices of Rum in France start at around $24 (light rum), $ 25 (dark rum) per bottle.
    So we will adopt cost based pricing is in initial stages of export where prices are kept 20% below market leader price (around $20) and subsequently move to Market-based pricing to gain market share.
  • 35. Cost
    Malibu needs to increase its volume of rum. So, no extra fixed cost incurred only variable cost incurred.
  • 36. Market Growth
    The rum category was valued at €792.2m ($1,160.5m) and market volume totalled 27.3 million litres in 2010, representing a CAGR of 4.5% since 2004. Hence positive growth indicates better aspect of rum price
  • 37. Exchange Rate Fluctuations: The lower the value of the exporter’s currency, higher is his export realization and more competitive are the exports. So it’s better for Malibu to export from Barbados as its currency is weaker as compared to Euro. Presently 1 Euro= 2.75 Barbados dollar.
    Purchasing Power: Price has to be sustainable with the buying power of the host nation’s population. Since French population has higher purchasing power hence we can sell Malibu at a higher price.
    Buying Behaviour: High income countries have more knowledge about the product. They prefer branded products and there is intense competition which might help realize higher margin
  • 38. Product Specifications:
  • 39.
  • 40. PLANNING PROMOTIONAL CAMPAIGNS
  • 41. CAMPAIGN OBJECTIVE
    To increase AWARENESS
    Budget allocated to Promotions - 54%of the funds.
  • 42. BUT….
    According to
  • 43. Alcohol law-Loi Evin
  • 44. No sponsorship of cultural or sport events is permitted
    No advertising should be targeted at young people
    No advertising is allowed on television or in cinemas
    All drinks over 1.2 per cent alcohol by volume are considered as alcoholic beverages.
    Advertising is permitted only in
    • the press for adults,
    • 45. on billboards, on radio channels (not between 5PM to midnight),
    • 46. at wine fairs, wine museums.
  • When advertising is permitted, its content is controlled:
    Messages and images should refer only to the qualities of the products such
    as degree,
    origin,
    composition,
    means of production,
    patterns of consumption ;
    A health message must be included on each advertisement to the effect that “l’abus d’alcool est dangereux pour la santé” : alcohol abuse is dangerous for health.
    It is no longer permissible to use images of drinkers or depict a drinking atmosphere.
  • 47. So How can we promote??
  • 48. 1
    Surrogate marketing with Malibu Sodas, CD’s.
  • 49. MEDIA
    PREFERENCE
    7.1 %
    7.9 %
    9.5 %
    9.1 %
    11.5 %
    2.5 %
  • 50. 2
    DATABASE MANAGEMENT: Sending them greetings or informing them about the campaigns going on.
  • 51. IMPORTANT PARTIES WITH WHOM COMMUNICATION IS NECESSARY.
    Suppliers
    Intermediaries
    Government
    Local Community
    Bankers
    Creditors
    Shareholders
    Employees
  • 52. To boost image with government and local community the company must go for CAUSE RELATED MARKETING.
    Malibu should GO GREEN
  • 53. GREEN CELL FOAM PACKAGING
    It has Superior thermal protection protection compared to polystyrene and paper pulp shippers.
    It has Superior physical damage protection compared to polystyrene and paper pulp shippers.
    It uses Green materials — compostable, renewable and recyclable.
  • 54. DISTRIBUTION
  • 55. DISTRIBUTION:
    France has a rapid growing and diverse retail
    network. Their sales and distribution channels
    ranges from large department store chains to
    the smallest individual proprietorships.
    • Hypermarkets (Hypermarchés):
    Ex. Carrefour, Auchan, E.Leclerc
    • Supermarkets (Supermarchés): Ex. Leroy Merlin , Fnac
    • 56. City-Center Stores and Department Stores (Grands magasins):
    Ex. Example: Les Galeries Lafayette 
    • Traditional Retail Food Outlets (Magasins de detail traditionnels)
    • 57. Food Service Sector
  • Distance selling
    Mail order, e-commerce, e-mail, telephone, teleshopping, SMS text. The most widely used methods of selling are the post, internet and the telephone. Sales over the internet continue to grow at a sustained rate. Information presented in a catalogue is very often a condition of a purchase whether this is carried out over the internet or in a store. Some direct marketing companies: FEVAD, UFMD.
    France's Central Buying Office:
    • It registers and approves all suppliers as well as products, applies tariffs and imposes controls to ensure products comply with French regulations.
    • 58. Once a product meets all import requirements it in its referencing list and offer it to supermarket buyers, who can then order the product directly
  • Basic information on transportation:
    • Five of the fifteen biggest European ports are located in France
    • 59. Marseille, Le Havre, Dunkerque, Nantes Saint Nazaire, Calais, Rouen
    • 60. The ports represent 85% in volume and 66% in value of French foreign trade.
    EURO CARGO RAIL:
    • Euro Cargo Rail transports goods across all parts of France as well as to ports and International borders.
    • 61. It offers complete service flexibility through block trains, less than block trains and scheduled services.
  • The goods will be exported from the port of Bridgetown which is in West coast of Barbados.
    Ports of destination:
    Marseille:
    This port is in the Mediterranean Sea. From here the goods will be transported by auto-routes or railway to different cities like Canes, Toulouse, Lyon and Avignon.
     
    2. Le Havre or Calais:
    Both these ports can be used to unload the shipments which will be sent to the Northern part of France. Both these ports are well connected with railways and roadways to their respective hinterlands